Published May 21, 2026 · Updated Jun 18, 2026

Spectacle over Seduction

Cecily Kenney

3 min read

luxury fashion runway gucci

Demna’s newest collection just walked the runway this past Sunday, and there is much to discuss. Staged directly in the middle of Times Square, the show embraced the chaos, energy, and spectacle that define both the city and the collection itself. The crowd matched the setting perfectly. Flashy, dramatic, and impossible to ignore, everyone leaned fully into the moment.

Not only was this crowd star-studded, but the models themselves were, too. Tom Brady, Paris Hilton, and Cindy Crawford were just three of the major names we saw walk down the runway. For some, the addition of familiar faces creates an easier point of connection into fashion. But as someone who avidly watches runways, I can’t help but feel it sometimes pulls attention away from the clothing itself, shifting the focus more onto the person wearing it than the collection being presented.

Demna has had an undeniably successful run, serving as creative director of Balenciaga from 2015 to 2025 before stepping directly into Gucci. Unfortunately, the only thing that truly feels different so far is the brand. The collection reflected much of what Demna already established at Balenciaga, and while the signatures are recognizable, I personally wanted to see more evolution.

Gucci has always balanced femininity, sensuality, and an unapologetic sense of attitude. There’s usually a confidence to the house that feels effortless, even when the styling is dramatic. This runway, however, felt less like Gucci and more like an attempt to define a very specific “modern Gucci person.” Instead of allowing the clothing to speak naturally, the collection relied heavily on creating characters and personas that were meant to embody the brand’s role in society.

That approach is something Demna has always excelled at. Throughout his career, he has built worlds around his collections, creating exaggerated archetypes that instantly feel recognizable. At Balenciaga, that worked because the brand identity was already rooted in irony, disruption, and commentary on modern culture. At Gucci, though, it feels less convincing. The collection came across more as a costume than an evolution.

What makes Gucci so powerful historically is its ability to merge glamour with emotion. Even at its boldest, there’s usually a sense of intimacy and seduction behind the clothes. This runway lost some of that feeling. The focus shifted too heavily toward constructing a “type” of person rather than creating pieces people genuinely want to live in, obsess over, and make their own. In my opinion, the result felt forced rather than aspirational.